How to Give Your Business Model a One-Two Punch

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This article originally appeared in Harvard Business Review on April 24, 2012

It’s an intriguing hypothetical: In a fight between Bruce Lee and Mike Tyson, who wins?

We’ll never know the answer to that question, but in today’s world of mixed martial arts (MMA), probably neither of them would have fared well. MMA, which has overtaken boxing as the most-watched combat sport, emphasizes multi-disciplinary fighting styles. As an MMA commentator recently said, “Boxing is the sport of punching. MMA is the sport of fighting.”

Learning how to “fight” across multiple disciplines is also relevant in business. But instead of adopting multiple martial art styles, more B2C companies are using mixed business models, or MBM, to win.


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